Start-up activities constitute a crucial area of modern economy. At the same time, a leader is an essential factor contributing to the success of a company, especially as young and dynamically changing as a startup. Also, like all enterprises, start-ups are expected to build their brand, and their leaders should create their personal brand. One of the factors that affect the perception of the brand, also a personal one, is its media image. This article diagnoses the problem of the media image of Polish start-up leaders, using the qualitative content analysis method. As a result, it was possible to identify categories of media coverage about start-up leaders, and to determine how they affect the image of these entrepreneurs.